Competences: Media – Strategy

Project assignment.

Development of business concepts for new products and services (1) as well as analysis and evaluation of customer loyalty programs (bonus cards) (2) for a publishing house.

Solution.

(1) Analysis of the object-specific target groups based on sinus milieus; execution of a series of creativity workshops for the idea generation process; conception of product and service-specific business cases. (2) Analysis of different bonus card models with regard to target settings, customer and provider advantages and critical success factors; execution of telephone interviews with bonus card experts; modeling of business plan.

Results.

Derivation of a diversification strategy with defined product and service concepts for selected objects of the publishing house; final recommendation not to implement a bonus card as customer loyalty tool.

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